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Rivian’s RJ Scaringe talks on-site farming plans for employees, battery storage solutions
Rivian CEO RJ Scaringe recently shared insights about the company’s psychology in a livestreamed conversation with professional rock climber Alex Honnold and Rich Roll, a long-time wellness advocate and endurance athlete. As Rivian develops the manufacturing capabilities necessary to build its all-electric R1T pickup truck and R1S SUV at market scale, serious consideration is going into how to harness their team’s energy into an industrial system that works for everyone involved.
“So, industrial systems you have very often are very much class-based system – the white collar workforce, the blue collar workforce – there’s a whole host of things that lead those two sides to often having friction. We see how unions have come in to sort of help try to make those two work a little bit better together. But, a big part of what we’re doing right now is actually mapping out and thinking about the psychology of our company and the psychology of this facility,” Scaringe detailed during the event.
One of the unique things Rivian has inherited during its growth into a full-fledged auto manufacturer is the work force from the 2.6 million square foot plant the company purchased from Mitsubishi. Scaringe described the human story of the facility as “remarkable”, citing how many of the people currently there were part of the original launch team that later had to shut the facility down.
“So, 1989-1990, there are people that are 21-22 years old, they launched the facility….25-30 years go by, they’re part of the team running it, building it, now have to shut this facility down,” Scaringe described. “When we bought the facility, we not only just got the hardware, the acreages of land…[Now] we’ve got a team of people that’s passionate about restarting the facility.”
The company hopes the motivation to restart the plant under a Rivian badge will carry over into a win-win for all involved.
“It’s really remarkable. I mean, I think we’ve got a gift to work with in terms of that level of energy and that passion to bring it back to life,” the CEO said. “As we think about how do we take this gift that we’ve been given in terms of a workforce that’s so motivated, and how do we challenge a lot of the conventions that have been built up in terms of industrial systems…we’re doing a lot of things in the facility to really take that energy and supercharge it, really harvest it.”
One of the ideas Rivian is working to benefit on-site employees utilizes the resources inherited from the plant itself. The acreage surrounding the actual facility isn’t entirely needed for production purposes, so the car maker is planning to partner with local universities for food production from ground to plate.
“We have 508 acres at the plant, a very small percent of which actually has the plant occupying it – most of it’s just grass. We’re gonna be turning a lot of that into an area to grow food. And we’re gonna run that in partnership with some of the local universities through their agriculture programs to grow food locally on our site…and then that food’s gonna be served in our facility with students that are learning from top chefs we’re bringing in to run the food services in our facility, and we’re gonna provide incredible food to our plant team regardless of what part of the plant you work in,” Scaringe revealed.
“[That way]…there’s true equity. Every employee is part of this mission of bringing this facility back up. And that positive energy that we’re establishing at the plant, we want it to be a benchmark for how industrial systems are run – the collaboration, the communication between groups, between our other facilities.”
The conversation with Rich Roll and Alex Honnold primarily involved another part of the company’s psychology – helping to accelerate widespread adoption of renewable energy. Rivian has partnered with the Honnold Foundation to use the electric truck maker’s “second-life” auto batteries for a micro-grid solar system in Adjuntas, Puerto Rico. Through this project and others in the future, older battery cells that are no longer efficient for electric vehicles are repurposed into stationary energy storage units.
Adjuntas was selected as their first project site due to the town’s need for energy assistance after struggling in the wake of Hurricane Maria in 2017. The Honnold Foundation and Rivian will be using 135 kWh battery packs from R1T and R1S development vehicles for that particular grid project; however, cells going into Rivian’s production vehicles have been purposefully designed to have a “second life” in energy storage. The move towards energy projects marks a huge step for Rivian, signaling its expansion beyond the manufacture of all-electric luxury adventure vehicles.
Rivian’s first vehicle deliveries to customers are still planned for the end of 2020. Scaringe said during the event that around 800 members of their preorder community, i.e., reservation holders, were in attendance at the event with Roll and Honnold, so a further manufacturing update was provided with that in mind.
“There’s a lot of stuff happening [at the plant]. We’re moving equipment, we’re putting new equipment in. We’ve got amazingly talented people working day and night to bring that facility up and start delivering cars as quickly as possible,” he promised.
Watch RJ Scaringe, Alex Honnold, and Rich Roll discuss the Honnold Foundation and Rivian’s facility details in the video below:
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Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
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Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Tesla is ramping up its advertising strategy on social media
